Personalization at scale has always been the holy grail of ABM content, but how can you start to execute that today? In this presentation, we'll cover how you can strike the right balance of these two key tenets of B2B marketing that are seemingly at odds. Join Brandon Redlinger, Director of Growth at Engagio, on Thursday, June 14 at 10am PT to get an inside look at how we execute ABM content. Attend to discover: –What kind of content is right for ABM? –How to determine the right amount of customization? –Hacks for personalized content at scale –5-point checklist for B2B marketing content creation –How to deliver your content to your target accounts

2. This webinar is being
recorded
Please use the chat
function for Q&A
HOUSEKEEPING

3. 1. Demand gen vs ABM
2. Content Creation Checklist
3. 4 Content Hacks for ABM
4. Measuring ABM Content Impact
AGENDA

4. DEMAND GEN vs ABM
The right way
to look at it

5. DEMAND GEN vs ABM

6. THE $1M QUESTION
“How do you balance
personalization &
automation?”

7. CONTENT PERSONALIZATION SPECTRUM

8. CONTENT PERSONALIZATION SPECTRUM
Tier 1 Tier 2 Tier 3
Traditional
Demand Gen

9. ACCOUNT ENTITLEMENT
Tier 1 Tier 2 Tier 3
10s 100s 1,000s
eBooks 50%–100%
Personalized
10/80/10
Personalized Customized
Direct Mail Up to $1,000 Up to $500 Up to $150
Workshops Exec. Runs Dir. Runs No
Ads
Micro-targeted &
ABM ABM Ad segments
www.engagio.com/entitlements

10. All content you’d use in normal
sales & marketing!
WHAT CONETNET IS RIGHT FOR ABM?

12. ABM CONTENT
CREATION CHECKLIST

13. CONTENT CREATION CHECKLIST
There are 3 Key Steps
1. Content audit
2. Adapt existing content
3. Create new content

14. 1 – CONTENT AUDIT
ü Discover
ü Tag
ü Identify gaps

15. ü Pick relevant
content
ü Modify
2 – ADAPT EXISTING CONTENT

16. ü Prioritize
ü Identify sources
ü Create calendar
ü Create content briefs
ü Create the content!
3 – CREATE NEW CONTENT

17. “ “75% of executives will read
unsolicited marketing materials
that contain ideas that might be
relevant to their business.”25%
Yes
No
IN AN ITSMA SURVEY
75%

18. “ IN AN ITSMA SURVEY
“92% of executives will pay attention
to these marketing materials
even if they were from solution
providers you had not previously
done business with.”
8%
Yes
No
92%

19. 4 CONTENT HACKS

20. 4 CONTENT HACKS
1. Customize existing content
2. Micro-sites & content hubs
3. Web personalization
& dynamic content
4. Hyper-personalized

21. 1) CUSTOMIZE FOR QUICK WINS
• Existing content
• Map to industries,
accounts & personas
• Customize!

22. START SMALL
Tweaking content, for example:
• Title or subtitle
• Images
• Case studies
• 10/80/10 Rule

23. ABM GUIDE EXAMPLE

24. 2) MICRO-SITE & CONTENT HUBS
Micro-Sites & Content
Hubs for Target Accounts

25. CUSTOMIZE
• Curate content
• Custom sub-domain or sub-directory
• Example:
– salesforce.engagio.com
– engagio.com/salesforce

26. CONTENT HUB EXAMPLE

27. HOW REPS LEVERAGE HUBS/STREAMS

28. 3) WEB PERSONALIZATION &
DYNAMIC CONTENT
What’s the
difference?

29. CATCH THEIR ATTENTION
Create sites with relevant
content based on factors like
industry, behavior, location,
and account.75%

30. DEMANDBASE EXAMPLE

31. 4) HYPER PERSONALIZATION
75%
As close to real
human interaction
that you can get.

32. “JUST FOR YOU”
For a single account
• Presentation
• Whitepaper
• Webinar
• eBook
• Report
• Etc.

33. PRESENTATION EXAMPLE

34. Measure Impact

35. Measure Impact
1. Engagement Minutes
2. Marketing Qualified Accounts

36. ENGAGEMENT MINUTES
• Track activities
• Assign minutes
• Create weighting
• Aggregate engagement

37. ENGAGEMENT MINUTES

38. ”A target account
that has reached a
sufficient level of
engagement to indicate
possible sales
readiness.”
MARKETING QUALIFIED ACCOUNTS

39. MARKETING QUALIFIED ACCOUNTS

40. Learn more about ABM
• Demand gen AND ABM
• Start small with existing content, then adapt
• Create different content for account tiers
• Measuring ABM Content Impact

41. Learn more about ABM
The Clear & Complete Guide to ABM
www.engagio.com/guide

42. THANK YOU!
brandon@engagio.com
linkedin.com/in/brandonredlinger
@brandon_lee_09